Considering Adding a Dry Eye Service Line to Your Practice?
What’s holding you back? The investment? As of today, that’s no longer an obstacle. You may be wondering, "How can that be?"
The successful launch and growth of a dry eye service line doesn't require significant capital investment. In fact, it hinges on a few key elements that are either low-cost or can be implemented with minimal expense.
1. A Genuine Interest in Dry Eye Disease
Do you have a sincere interest in dry eye disease? If not, it’s time to reconsider. But if you answered "yes," you already have the first and most important ingredient for success. Passion for the condition will fuel the rest of the process.
2. Commitment to Building Effective Systems
A successful dry eye service line requires systems that are both efficient and easy to implement. Key systems include:
• A Customized, Branded Subjective Screening Tool: This acts as a gateway for engaging patients in conversations about advanced treatments and aesthetic services available in your office
• Objective Testing and Imaging: Tools that demonstrate how a patient's symptoms align with specific exam findings—such as telangiectasias, blocked meibomian glands, demodex, or incomplete lid closure—help confirm the diagnosis and build trust with the patient
3. Investing in Communication Skills
Are you open to improving your communication skills? Transitioning a patient from a routine wellness or vision exam to a dry eye consult is similar to the transition made for other medical concerns, such as glaucoma, where follow-up testing is required. Clear and consistent messaging is essential for converting patients and building a thriving service line.
Communication also extends to providing comprehensive support materials for patients, including:
• A treatment guide with a link to purchase prescribed therapies (e.g., Dry Eye Rescue)
• A patient procedure planning worksheet that clearly explains fees, treatment options, and expectations
• Branded brochures for treatments and related support materials (e.g., informed consent, pre- and post-treatment instructions)
Please, don’t settle for a black-and-white “’copy of a copy’. High-quality, professionally designed materials will inspire confidence in your patients and improve their compliance.
4. Confidence in Your Clinical Knowledge and Treatment Protocols
Do you have confidence in your clinical knowledge and your ability to effectively diagnose and treat dry eye disease? If you don’t believe in your protocols, neither will your patients. You may benefit from consulting that includes clinical coaching or a specific program such as the Dry Eye Institute.
5. Starting Small with Diagnostic Technology
While it would be ideal to have advanced technology like meibomian gland imaging, tear film analysis, or video slit lamps, you don’t need to wait for that. Start with a reasonable investment, such as a Dry Eye Analyzer, which provides objective data to help guide your treatment plan.
6. Minimal Investment in Treatment Technology
For minimal upfront investment, consider partnering with Zocular. Their ZEST treatment and at-home therapy delivers effective and affordable treatment to address the most common cause of dry eye disease—meibomian gland dysfunction and associated inflammation which will deliver a low-risk, high-reward option to begin treating patients effectively.
The Path to Growth
As you implement these foundational elements, patient compliance, satisfaction, and overall success will naturally increase. With growth, you’ll have the opportunity to invest in more advanced diagnostic and treatment technologies. But for now, start with the basics, and watch your "dry eye on a dime" practice flourish!
Dr. Ann Hoscheit is one of the country's first dry eye experts and her consulting company, EyeBridge Associates, has quickly become recognized as the leading partner in implementing and growing dry eye and aesthetics service lines.
In Dr. Hoscheit's words, "we are not a bootcamp, we are not a continuing education provider, we are not an institute, but we ARE the partner who connects clinical and practical expertise to help you build a best-in-class dry eye service line in a very efficient manner."
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